Green Room worked closely with the team at leading energy supplier, British Gas, on the design and delivery of promotional kiosks. The retail activations were to be installed at Westfield shopping centre locations around the UK.
British Gas briefed Green Room with designing a customer-focused space that showcased Hive and smart meters whilst repositioning British Gas as more than just a utilities supplier.
As pioneers of this technology, and part of their on-going commitment to create ‘connected homes’, British Gas required an inviting and informative retail space that demonstrates how customers can make their money work harder for them.
The possibility of purchasing can now come from any angle. As retail moves into an era where all platforms must be synchronised to maximise sales, the desire for great experience and service initiatives in store, presents an opportunity to create personal and valuable dialogues but also puts pressure on brands to compete harder within busy mall environments.
Green Room redesigned the existing kiosks to create a warm, welcoming and friendly environment that sat well within British Gas’s “looking after your world” mantra. The newly designed kiosks celebrate the recognised British Gas brand heritage to immediately capture customer attention in busy shopping centre environments.
The brand spaces feature a number of dwell and engagement areas for Hive, smart meters, tariffs, landlord focus and more. This ‘customer first’ approach in indicative of all British Gas do, and allows visitors to the space to find receive tailored information.
Green Room’s retail design team also used their knowledge of digital integration and multichannel retailing to bring the British Gas space to life. iPads and Samsung Galaxy tablets were installed in the space to increase dwell time and interaction.
Here, customers could read additional information about British Gas and the products on display, demonstrate how the company’s apps work, and aid kiosk interactivity. Shoppers can also access their own British Gas accounts safely and securely to see how they could benefit from Hive and the other products.
The kiosks have also been designed and developed to provide maximum flexibility. While they are set to remain in their fixed locations for up to 12 months; the fit-for-purpose materials used ensure that they are portable should they need to be transported and reinstalled.
With British Gas keen to move away from the traditional hard sell and towards a softer, warmer approach; the Green Room designed kiosks provide the company with the perfect platform to serve their customers and meet their unique needs.
Following on from the success of the project, Green Room will also be working with British Gas on the design and delivery of additional, smaller kiosks and ‘expansion assets.
Check out this time-lapse video of the kiosk being installed at Westfield Derby:
The British Gas kiosks designed by Green Room, won a Gold Award at the POPAI UK and Ireland 2014 awards.
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